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Welcome... We are...
Return on Image in Design
The need to stand out…
@hibbertharwood #designmatters
The context
Increasingly competitive landscape
Brand Value - Interbrand
Designer v Bean Counter
But we did finally agree...
Behold the turtle, he makes progress !only when he sticks his neck out
And yet... Very few really stand out from the crowd
Why?
POSSIBLE REASON 1.
Litigious environment
POSSIBLE REASON 3.
The rise in analytics
POSSIBLE REASON 2.
Lack of creativity
POSSIBLE REASON 4.
The sheep effect
Competing for investment
Lack of culture
Demonstrable results
Paradox of thrift
Offline vs online
The need for trust
Or perhaps...
“If you look at the FTSE 100 50% of the CEOs are ex-CFOS.
It makes people
focus on the cost.” SIR MARTIN SORRELL
As supported by the Design Council
Every £1 spent on design can give you… …over £20 in increased revenue and £4 in increased profit.
“If you want to stand out from the crowd, give people a reason not to forget you.” RICHARD BRANSON
However... I hate to admit I agree with Beardy
Since 2000, The human attention span has decreased from 12 to 8 seconds...
Which is less than a goldfish!
How do you stand out?
Identify target customer and profile Develop distinct tone of voice and brand identity Be different, be contrarian But do not bet the ranch!
Take calculated risks
You dont even have to like it for it to be Successful!
But its essential to develop a coordinated approach or
you end up with an incomplete jigsaw
ONLINE IN PRINT POS PRODUCT
TONE OF VOICE BRAND MARKETING STRATEGY
Investment in image at the start Enables longevity of lifecycle Different doesn’t have to be edgy Style can mature as brand develop
Maximise the bang for your buck
Live your image!
Do we follow our own advice?
Final thoughts...
... and then I will shut up!
Increasingly competitive market
Design and investors agree Risk averse approach But need to stand out more than ever
Take calculated risks
Longevity gives best ROI Maturity is possible Live your image!
Thank you, any questions?
@hibbertharwood #designmatters
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